Bureau, New Delhi
Its summers and Park Avenue Deo, product by J K Helene Curtis Limited is back on outdoors to beat the sweat. J K Helene Curtis Limited, a true OOH loyalist brand has been utlizing the OOH medium for the promotions of almost all their product range including clothing, offline stores and deodorants. In association with MOMS agency, this time the brand took its high range deodorant product onto outdoors to take the lead in the deodorant category with a high intensity campaign to promote its sales this season.
The biggest reason for taking up the outdoor medium as a leading promotional medium was that the TG for this category i.e. Men between the age of 25-44 SEC A & B are majorly on roads for professional as well as personal reasons. Alongside become the first choice of customers by capturing them right before the purchase is made. Therefore to achieve the brief stated, the agency designed a plan that included large format size for Impact, LED and Bus shelters for better reach.
Visible in six cities including Mumbai, Delhi, Kolkata, Bangalore, Hyderabad and Chennai, the campaign effectively communicates its tagline stating- 'Your Style Your Fragrance' enticing the men community by touching up their style quotient.
"Park avenue deo is one brand which gives us leverage to do different things yet in a traditional way. We have always tried and managed contextual and relevant touch point branding in highly cluttered deo category. This summer the idea was to create larger than life impression for the brand yet reaching out to highly dense residential and commercial areas in all the top metro cities. People should be able to relate with "Your style Your fragrance "and we are happy that we have successfully managed to create Impact through large format media and innovations with the desired amount of reach at relevant places", shared Jayesh Yagnik, Chief Operating Officer at MOMS Outdoor Media Services.